The BBC opened itself to fresh accusations of dumbing down yesterday, when it
appointed the ITV executive responsible for The Only Way is Essex as the new
controller of BBC Three.

Zai Bennett, 36, is currently ITV’s director of digital channels, and has commissioned shows including The Secret Diary of a Call Girl, starring Billie Piper as a prostitute, and a comedy programme called Katy Brand’s Big Ass Show.

Mr Bennett also recently signed Kerry Katona, the former wife of Westlife singer Brian McFadden whose struggles with drugs have repeatedly made tabloid news, to an exclusive deal with ITV.

The Only Way Is Essex, Mr Bennett’s latest hit reality show on ITV2, introduced the notion of a “vajazzle” - an intimate ladies’ cosmetic treatment using decorative rhinestones - into common parlance.

His new brief at BBC Three will include current affairs programmes such as Young Voters’ Question Time and Women, War, Weddings and Me, a documentary about a young woman returning to Afghanistan.

He takes over from Danny Cohen, who was widely credited with burnishing BBC Three’s public-service credentials, and has recently been promoted to be controller of BBC One.

Jana Bennett (no relation), the BBC’s outgoing director of television, said: “Zai is one of the most energetic and creative leaders working in television today. He brings with him a real connection with the audience, a deep understanding of the digital landscape and first hand experience of running channels.”

Mr Bennett said: “BBC Three is on fire at the moment and I hope to be able to continue to support everyone’s great work on quality programmes. The BBC is the most creative broadcaster in the world and BBC Three is an essential gateway for younger audiences to its phenomenal work.”

Mr Bennett started his career in 1995 in the post room at Carlton Television, where he sometimes delivered the mail to the company’s then-communications director, David Cameron.